Options for e-mail marketing include:
regular newsletter e-mails to keep customers informed about industry, company or product news
an e-mail discussion list, perhaps related to customer support or a user group
e-mail promotions — special offers, competitions and discounts to encourage repeat visits to the company web site and then convert the visit to a sale (these are […]
Stage 2: Receipt of e-mail and acknowledgement
Best practice is that automatic message acknowledgement occurs. This is usually provided by autoresponder software. While many autoresponders only provide a simple acknowledgement, more sophisticated responses can reassure the customer about when the response will occur and highlight other sources of information. Blackstar (www.blackstar.co.uk) provides a good example of […]
To develop a plan for managing inbound e-mail, the best approach is to consider the typical stages in which an e-mail is received and responded to.
The five stages are as follows.
Stage 1: Customer defines support query
The first stage starts before the customer has even sent the e-mail since, if we are concerned with reducing cost, […]
The subject line can use a number of techniques to gain attention. Common techniques include:
The teaser. This is intended to intrigue — it says ‘read me’. It is often combined with a question.
The question. The question will usually allude to the benefits. It will work on a need or problem the customer may be facing, […]
This defines the minimum frequency (e.g. once per quarter) and maximum frequency (e.g. once per month) of communications. Remember that we will often e-mail too infrequently. It may be useful to set communications targets such as ‘at least four e-mails per year’.
A key point in planning retention campaigns is getting the frequency of campaigns right. […]
When thinking through the opportunities for mobile marketing, we should remember the inherent characteristics of the medium in order to best exploit its strengths and weakness. Chaffey (2004) describes the characteristics this way:
Fixed-location web access is not necessary; this is more convenient for the user, who is freed from the need to access content via […]
